Swingline Vintage a branded assortment product and packaging. That embodies the Swingline brand promise of quality and durability. Reminding consumers of a simpler time when a business professional proudly displayed the latest piece of technology on his desk, not in their pocket.
When the team was presented with the comment, “Swingline is your grandfather’s stapler,” we turned that observation into an opportunistic asset. By leveraging our storied brand history, the consumer's nostalgic sentiment for our brand and products and the trend of introducing retro packaging we developed a successful vision of how the brand could grow market share by focusing on current trends and built-in consumer perceptions.
After an extensive evaluation of the existing product range a group of hero products were identified that resonated with the nostalgic character of the brand. A complete and thorough research and development process was undertaken to understand and assess historical advertising and packaging graphic styles and systems from the late-1800s into the 1970s. Based on the insights gathered the final direction was designed to combine the allure of post-World War II advertising with the whimsy of Parker Brothers-esque messaging and graphic treatments. When combined with simplistic structural packaging, the packaging graphics, communication and collateral embody the essence of an authentic, time-honored, trusted, and uniquely American brand treatment.